From 2014 through 2015, Times Premier was the most premium New York Times subscription available. Members got a peek into the newsroom with insider access to exclusive features and expanded benefits.
Just as Premier doubled down on access to the Times, the wordmark doubled down on its branding via the blackletter that is familiar from the newspaper’s masthead. You simply can’t get more “Times” than this.
When launching Times Premier the burning question was: What more can there be? A New York Times subscription already offers so much, it was incumbent upon Premier communications to clearly articulate the content and value of the new features.
To telegraph the benefits and reinforce the “Timesness,” we deconstructed the elements of the blackletter wordmark and reassembled them to build out a complete set of ownable Times Premier icons bound by golden seals.